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June 2007 - Strategy Magazine
Rising young media stars

Tracey Lavender, account executive, ZenithOptimedia - Extending kids' fun - and your media buck

by Patti Summerfield
page 33

Claim to fame

ZenithOptimedia describes Lavender as having high-level commitment and creativity. Her portfolio ranges from kids and moms, to business to consumer, on a roster of clients that includes GlaxoSmithKline, 20th Century Fox and

General Mills.

A fave recent effort is a child snack plan for General Mills' Fruit by the Foot.

In 2006, Fruit by the Foot was taken to a new level with YTV's Weird on Wheels event marketing program. This involved an online game and brand sell TV spots, along with a live-action event and game where kids could sample the product. A stunt event on YTV extended the fun with an extra 15 minutes of popular shows. The idea was to play on the "Extending your fun" Fruit by the Foot theme.

Background

A Humber College media and English grad, Lavender joined Initiative Media in 2003 as a broadcast assistant before making the move to the planning department of ZenithOptimedia in 2004.

POV:

What brand is getting it right?

Bell was able to grab attention with its pre-Christmas teaser campaign, taking it across OOH, TV and print. People were wondering what it was, because it was everywhere.

What brands would you most want to work on?

I'd love to work on the Toronto Zoo, Canada's Wonderland, or the Royal Ontario Museum. These are places where people have fun and the media should express that excitement. Place a Fiberglas dinosaur in Museum subway station [near the ROM] to show the newest exhibit - that would be a real generator.

What media tactic is going to be the next big thing?

More people are adapting to PVR technology, so we need to find alternative ways to reach the average TV consumer. TV shows are willing to work your product into a storyline, and that's where advertising and reality are becoming more seamless. It's not necessarily coming across like an ad, but it's there, and people recall it.

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